Why did we create the world’s longest soft drink bottle? It’s kind of a long story.

L&P is a lemony soft drink with a cult-like following here in New Zealand. The problem was nobody could describe exactly what it tasted like. So after the best we could come up with was ‘refreshingly different’ we decided to assign the brief to the entire country.

Thousands of original and utterly nonsensical flavour notes poured in on social media. “Pouring popping candy down your wetsuit” and “being gently punched in the throat by a gang of sweet lemons” were some of our favourites.

There was too much liquid gold to fit on a regular L&P bottle, so next we engineered a 2 metre long glass bottle, filled it with L&P and printed the world’s longest taste description on the back. Radio ads announced it as the ‘Official’ L&P taste description and our long bottle earned free media, becoming a Kiwiana collectors item that fetched $2000 for charity.

That’s basically the long and short of it.